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WWF Praises German Retailer Penny For Wonky Veg Campaign

The WWF 'Kleine Makel - Große Folgen' (small flaws - great results) report has singled out German retailer Penny as a pioneer in the battle against food waste, praising its ongoing promotion of vegetables with visual flaws or irregular sizes.

The report looked into food waste along the supply chain, in particular the waste of irregularly-shaped or sized potatoes.

"We are delighted to be recommended as a pioneer in the latest WWF report. We see this as a confirmation that the key to solving the problem of food waste is involving the entire chain, from producer to customer," said Patricia Brunn, in charge of the Naturgut range at Penny.

Penny’s Naturgut Bio-Helden (organic heroes) brand of 'wonky veg' was launched in April 2016. The range of organics includes oddly-shaped or sized potatoes and onions, crooked cucumbers, twisted carrots, scarred tomatoes and two-tone peppers, lemons and watermelons.

Penny operates around 2,100 supermarkets in Germany and a further 1,360 stores abroad, employing around 44,000 people in total. It generated a revenue of more than €11 billion in 2015.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. Click subscribe to sign-up for ESM: The European Supermarket Magazine

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